Sales teams don’t just need goals; they need visibility into their progress. If your sales leaders are flying blind with incomplete dashboards or scattered data, you're missing out on performance insights that could be steering your business toward real growth.
In this post, we’ll walk you through a strategic approach to sales dashboards in HubSpot: what to measure, how to report on it, and how to use the Custom Report Builder to build powerful, dynamic dashboards that drive revenue, not just display numbers.
Every sales team needs targets, but without the right reports in place, those targets are just numbers on a slide. Whether you're managing a team of two or twenty, real accountability and performance improvements start with visibility.
And in HubSpot, visibility starts with the dashboard.
Before dragging charts onto a screen, take a step back and determine:
Which KPIs matter most to your team?
What data is already being tracked in your CRM?
Are you reliably collecting key info at each deal stage?
Create a checklist directly in your dashboard (using HubSpot’s text module) to outline the reports your sales team needs. This running list ensures alignment before building anything custom.
“The person building the reports isn’t always the person using them.” – CJ Maurer, The Gist.
Here are some foundational sales reports to start with:
1. Closed Deal OverviewPro Tip: Better CRM data = better reports. Make fields like “Source of Business” or “Deal Type” required for moving deals through stages.
HubSpot offers dozens of out-of-the-box sales reports that populate automatically with your CRM data. These are great for fast wins and commonly used metrics like deal funnels or average time to close.
To find them:
Go to Reports > Create Report.
Select a Saved Report or Search by keyword (e.g., "pipeline", "revenue")
Use this to build reports from a single data source, like deals. Example:
Deals Created by Source
Closed Deals by Owner
When you need a more sophisticated look across multiple objects - like combining deals, activities, companies, and quotes - use the Custom Report Builder.
Choose up to five data sources, but start simple. You don’t need every report to include five data sets.
Report on closed-won deals by source using filters:
Deal stage = “Closed Won”
X-axis = Source of Business
Y-axis = Count of Deals
Start with strategy. Don’t build reports for the sake of it. Build them to answer specific performance questions.
Collaborate with sales leaders. Ask what they need to see weekly, monthly, and quarterly.
Ensure data consistency. Use required fields and standardized deal properties.
Save & reuse reports. Once you build a useful report, you can reuse it across multiple dashboards.
Let’s say your data shows that:
You receive more leads from sales prospecting, but
You close more deals from organic website inquiries
That insight can shift your sales strategy. Instead of doubling down on volume, you might double down on nurturing high-converting inbound leads.
Use Case: Sales strategy decisions should come from the data, not just gut instinct.
Sales dashboards are more than a place to dump charts. They’re a window into how your team performs and where you need to improve. Use HubSpot’s reporting tools intentionally, starting with what you need to measure and ending with reports that help drive decisions.
Need help building custom sales dashboards in HubSpot? That’s what we do. Let’s talk about how to bring strategic visibility to your team.